Category Analysis & Benchmark
Category Analysis & Benchmark, or CAB, is an Underscore strategic planning input tool dedicated to optimizing your search campaigns. Conducting a CAB is the quickest way for your organization to understand your search engine optimization and search engine marketing needs and gain a comprehensive search strategy designed for your success in the channel. With a CAB, you receive the certainty of a proven strategic roadmap to help optimize your website.
Key Benefits
CASE STUDY
Launching a New Product in a Competitive Market
MARKETER'S CHALLENGE
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What can we do to prepare for the launch of a new product, a few years away from approval, in a highly competitive marketplace and category, where our brand will be the fourth to market?
HOW CAB HELPED
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By starting the planning process early and performing CAB, we built a robust roadmap, filled with landscape trends, competitive insight, targeted audience digital search behaviors, and content analysis.
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We used this to drive our digital strategy and website content plan. In parallel, we took the data and identified the right keywords for a robust search program and best-in-class organic ranking plan.
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Our agencies were all armed with insights and details on what areas we can win with content, and our creative agency used it as a guide when developing the website and subsequent assets.
RESULTS
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Streamlined collaboration and strategic alignment with all partners.
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Four consecutive months of significant SEO gains upon launch, (and counting).
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Consistent decreases in Bounce Rate and 20 percent month-over-month increases in Time On Site.